Chapter 5 - Developing a Global Vision

The BGCA in a Globalized Market

    When it comes to the Boys and Girls Clubs of America on an international scale, don't let the "America" fool you. Through partnerships with other organizations, the BGCA is able to catch the eyes and change the lives of many people all across the world. A recent example of this was this past Saturday during the NBA All-Star Saturday: Taco Bell Skills Challenge.

     The NBA and Taco Bell teamed up with the Boys and Girls Clubs of America to showcase 5 teens that were chosen to receive a scholarship for their hard work and service to the community. The teen whose team's representative finishes in the top 3 would win an additional grant of five thousand (3rd), ten thousand (2nd), or twenty-five thousand dollars (1st). This prime time event was broadcasted in every country in the world, so imagine the global spotlight the BGCA received as they show their commitment to academic success. Here is a clip of the intro leading into the event:

Source: http://www.youtube.com/watch?v=qvp8cSTfBx8&feature=related  *trimmed*

     The result of this event became a big hit in the marketing department of the BGCA, seeing as the coverage of the event draws the second best ratings ever. This also impacts the company's advertising, brand, company image, and much more overseas in a positive way. Plus, this wasn't the only All-Star Saturday event the BGCA was involved in either, the company has been showcased in the event many times years prior.

    As I wrap things up, I would like to mention the strong partnership the BGCA has with our nation's military. Living on a military base in a different country can be hard on a family, that is why in almost every military base worldwide, lies a Boys and Girls Club or a club affiliated with the company. These clubs provide youth development and other support to the families of military personnel. While the mother or father is out fighting for their country, the BGCA is working beside them protecting their kids futures. That is why the BGCA is remarkable not only in America, but around the world. The company doesn't do it for the international market share, or the all the money in the world; they do it to make a difference - that's their global vision.

Chapter 4 - The Marketing Environment

Marketing in the World's Environment

    Whether you are a teen needing a place to be after school, a single parent needing babysitting while at work, or a senior wanting to work out to stay healthy - The Boys and Girls Clubs of America can serve you. The Boys and Girls Clubs of America are constantly tailoring their marketing mix to adopt to the ever changing external market environment. Some external market environment factors include: Social, Demographic, Economic, Technological, Political and Legal, and Competitive. Not all companies explore some of those factors in their marketing mix and those are the companies that find them selves in trouble. The BGCA makes sure that every external marketing environment factor is taken into account and implemented their marketing mix, here's how:

Social

     The BGCA knows the common values such as hard work, family, and success that youths should develop as they turn into adults. That is why they provide workshops and counseling in order to appeal to individuals in the market that may need that assistance. Not enough time? No problem, club facilities are open every day throughout the year to be of assistance when the customer is available.

 Demographic

     Age, race, ethnicity, or where you live doesn't matter when you enter the doors of a Boys and Girls Club. The BGCA does not discriminate, but instead offers a helping hand. The BGCA even offers help to individuals charged with a crime by allowing them to complete community service hours and getting them off the streets. People are in need everywhere you go; so you can see a club facility from the richest to the poorest parts of the nation.

Economic 

     Although prices of a membership may very upon location, the BGCA does an outstanding job at setting prices according to the community's ability to buy. For an example, there are two Boys and Girls Clubs in my hometown of Bristol, Connecticut. One is located in the downtown business district, and the other in a housing project that has been plagued with a bad reputation for years. The club downtown set memberships for $20.00 while the other club set their prices at only $2.00. As you can see, the purchasing power among those communities have a big affect on price. So, BGCA must operate under those circumstances to complete company objectives as well as help those who are really in need.

 

Technological 

    Although the BGCA is not known for their products, a lot of research and development goes into creating new and innovative services. About a year ago, the original Boys and Girls Club facility in Hartford, Connecticut teamed up with Pizza Hut to build a Pizza Hut inside their club. The cooperative effort between both companies became an innovative smash because Boys and Girls Club members were taught how to work, develop a positive work ethic, serve food to other members that may not be fed at home, and rewards them with a paycheck for their hard work. Pizza Hut benefits from this by the publicity for their great social responsibility, and possibly having future trained and ethical workers from the Boys and Girls Club. 

Link: http://www.hartfordbusiness.com/news18674.html

 

Political and Legal 

    The US government knows the BGCA very well and gives support for the outstanding job they do on developing our youth. The BGCA also maintains strong ties with their local representatives and state senators to speak to the youths in their communities and possibly build relationships.

Competitive 

    The Boys and Girls Clubs of America currently do not have any foreign competitors, but they do face competition for market share, profits, and public funding in America. As explained in my previous blog Chapter 3 - Strategic Planning for the Competitive Advantage, the BGCA is in competition with every non-profit organization that believes they deserve public funding. The biggest competition for the BGCA though, is the YMCA, because both organizations are in the same market. Both organizations must implement the best strategies in order to earn a profitable share in the market as well as withstanding the low economic growth America faces. 

     In conclusion, the BGCA knows it's environment well and any neglect of their marketing mix will lead to a downfall. So as long as their marketing mixes reflect the changing marketing environment, they will remain in business for a very long time.

Chapter 3 - Ethics and Social Responsibility

The Ringleader of Ethics and Social Responsibility

    When it comes to doing what's right and giving back to the community, The Boys and Girls Clubs of America (BGCA) is amongst the top ranks. Clearly stated on their website, the BGCA's foundation for business is to do what is morally right - help youths, enhance other organizations, and preserve our environment. Also, what is so great about the BGCA is that they spark the people around them to be positive even if they aren't members. Some of the celebrities that many of our kids look up to have great character thanks to the local Boys & Girls Clubs. According to the CBS Business Library, Denzel Washington, an alumni of the Boys and Girls Club of Mount Vernon was saluted by the BGCA for his years of support to the organization. Denzel responded by saying:

     
"The club is the reason I'm standing here,"

     It is always great to see someone like Denzel give back to the organization that taught him positive ethics and to never forget his social responsibility. The BGCA shows their social responsibility every single day they are in business, and that's how they earn their income. Communities that help build a business will keep on giving if they feel a sense of appreciation, and businesses do that by giving back.
     

Bristol Boys & Girls Club gives back to their local 99 Restaurant by greeting and seating customers

     That is a prime example of how the good ethics and social responsibility of the BGCA help develop youths into difference-making young adults in their community. Or in simpler terms - teaching youths to BE GREAT.  

Chapter 2 - Strategic Planning

Whats the Boys and Girls Club's Competitive Advantage?

     Being a non-profit organization is not easy, especially with widespread budget deficits across America today. Many questions circulate about how the Boys and Girls Clubs of America (BGCA) stays afloat when other non-profits are facing demise? That's simple, the BGCA is a veteran in the art of strategic planning in order to surpass other non-profits for public funding. The strategic edge that the BGCA holds over its competitors is the fact that the ones that benefit from their funding are the struggling children in our own communities.

     When situations like poverty, crime, lack of education, poor diets, and even death have a children involved, the human nature of people in America is to help. Our nation's government also takes the well being of children seriously by implementing strict child laws in both civil and business law. That is how the Boys and Girls Clubs receive their funding - touching the "sweet spot" of the public. Watch this video, you will see first hand how a simple inauguration speech can lead to some pretty disturbing problems that may attract potential sponsors.
 

                                                  Source: BGCA Staff Youtube Channel <www.youtube.com>
     
     With that shown, you can see why the BGCA has so many sponsors such as: Taco Bell, Pizza Hut, United Way, Staples, and Comcast just to name a few. Along with funding, those companies also offer a variety of services to prepare youths for life as an adult. What most companies who sponsor the BGCA get in return is positive publicity, possibly an employee that was raised with good ethics through the BGCA, and also the satisfaction of knowing they have changed a kid's life in some way.

      In conclusion, this is why the BGCA remains successful. When it comes to strategic planning no other organization can can do it better. It brings tears to people's eyes seeing a struggling youth grow into a responsible young man with the help from their local BGCA and community.

Chapter 1 - Overview of Marketing (Brief History and Mission Statement)

The Boys and Girls Clubs of America and It's History

 Boys Clubs of America (1906)

     Before there was ever a Boys and Girls Clubs of America, the non-profit organization first began in 1860 by three women whose main mission was to help build character, and to give boys on the streets a positive place to be a kid. These three women: Mary Goodwin, Alice Goodwin, and Elizabeth Hammersley first named the organization The Boys Club. The first establishment of a Boys Club was in Hartford, Connecticut known as The Good Will Club, since then - a cause was born. The Boys Club offered mentoring services, held youth development activities, and even provided food for members that were poorly fed at home. The Goodwins and Hammersley really gave the boys on the streets of Hartford a hope for a better future, and the public eye took notice of that. Thus, sparking the change and expansion of the Boys Club.

     In 1906, the affiliation of the second Boys Club in Boston, Massachusetts became known as the Boys Club Federation of America and became the stepping stone of a nationwide movement to have the Boys Club become a national organization. Although, The Boys Club Federation of America didn't keep their name for long, they changed the organization's name to Boys Clubs of America in 1931. Due to cultural changes, The Civil Rights Movement, and the Women's Rights Movement, It wasn't until 1990 when The Boys and Girls Clubs of America received it's name.

      As culture changes, so do the needs of youths all across the country. There are about 3,954 Boys and Girls Club facilities in America today strengthening the lives of youths no matter the class. With help from donations, sponsors, and our nation's government, The Boys and Girls Clubs of America still remain intact even during a rough recession. The Boys and Girls Club of America has made it clear to it's supporters that our future depends on the development of our youths now.  Their mission statement throughout the years may have been modified or changed as the result of cultural changes in America, but the organization still stayed true to their mission: "To enable all young people, especially those who need us most, to reach their full potential as productive, caring, responsible citizens." (bgca.org)

     That will remain and forever be... Who We Are. The Boys and Girls Clubs of America.